Royal London: 'Ye Olde Pensions' (starts at 00:06) - UK

A walk through the ages - in the company of young actor Gethin Alderman - introduces us to the different types of insurance required by the inhabitants of each era, and reminds us that Royal London still holds the traditional values of days gone by. This is loaded with gags and there are little details you might miss the first time you see it which helps it stand up to repeated viewings.Agency: VCCPDirector: Nathan Price

Currys PC World: 'Gardening' (starts at 01:09) - UK

A man has decided that his wife deserves to see all her favourite gardening programmes on the best television that money can buy, and the fact that there's a World Cup on the way is neither here nor there. It would be "perfect timing... what with summer and the, er, grass growing," he says - studiously ignoring the elephant-sized football in the room.Agency: Abbott Mead Vickers BBDODirector: James Rouse

Adidas: 'Unlock the Game' (starts at 01:43) - UK

One of the most interesting aspects of this excellent commercial for Adidas is the prominence of Luis Suárez. This time last year, the Liverpool striker was embarking on a lengthy ban after biting a Chelsea player and his reputation looked to be beyond rehabilitation. But stunning on-field performances have reduced the biting incident to a footnote and persuaded a major advertiser to make him a central figure in their advertising.Agency: BBH SportDirector: Niall O'Brien

Vodafone: 'Spotify' (starts at 02:53) - UK

There can be a fine line between ideas that empower and ideas that condescend. Some may feel that this attention-grabbing ad for Vodafone has crossed the line and that it's making fun of its elderly protagonists, but many will consider that the opposite is true. The older people singing along to contemporary hits as they listen to them on headphones don't look as though they need anyone to stick up for them, and this representation is overwhelmingly positive.Agency: RKCR/Y&RDirector: Kim Gehrig

Wall's: 'United Nations' (starts at 03:57) - UK

A lot of advertising for Wall's shown in the UK is earnestly-made nonsense from mainland Europe showing models biting big chunks from ice cream on sticks so it's a revelation to watch this excellent advert from one of the UK's top agencies that takes an entirely different tack. Filmed with an astonishing eye for authenticity, it shows a number of serious-minded delegates at the United Nations getting silly when they discover they can play Salt-N-Pepa's Push It using their buzzers.Agency: adam&eveDDBDirector: Owen Trevor

John Lewis: '150 Years' (starts at 05:01) - UK

It's a sign of their well-earned confidence that – with every commercial they make – John Lewis moves further and further away from showing products in its advertising. In this brilliant advert celebrating 150 years of "never standing still", we see a selection of vignettes showing memorable moments customers have experienced since John Lewis opened his first Oxford Street drapery shop in 1864.Agency: adam&eveDDBDirector: Dougal Wilson